Samsung has historically followed a "fast follower" strategy in innovation but is now aiming to become a leader in innovation. It invests heavily in its people and processes like TRIZ methodology. Samsung adopted TRIZ early from Russia and it has helped save over $100 million. The company also focuses on building an innovation culture with extensive training and support from top management. Samsung's focus on talent acquisition and creative processes has helped make it a formidable innovator competing closely with Apple and Google.

1. Innovation Management
Company :Samsung
Product : Mobiles
Presented by
Ch. Devadatta Sai(19501E0009)

2. Samsung, South Korean company that is one of the world’s largest
producers of electronic devices. Samsung specializes in the production of
a wide variety of consumer and industry electronics, including appliances,
digital media devices, semiconductors, memory chips,
and integrated systems. It has become one of the most-recognizable
names in technology and produces about a fifth of South Korea’s total
exports.
In 1983 it initiated its mobile telecommunications business with the hope
that this would become the company's future growth engine. In 1986,
Samsung was able to release its first built-in car phone, the SC-100, but it
was a failure due to the poor quality. In spite of unsuccessful result Ki Tae
Lee, the then-head of the Wireless Development Team, decided to stay in
the mobile business. He asked the company to buy ten Motorola mobile
phones for benchmarking.

3. After 2 years of R&D Samsung developed its first mobile phone (or
"hand phone" in Korea), the SH-100 in 1988. It was the first mobile
phone to be designed and manufactured in Korea. But the perception
of mobile devices was very low and although Samsung introduced
new models every year, each model sold only one or two thousand
units.

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Samsung Galaxy Z Fold2 5G Mystic Bronze
About this item
•Triple camera setup - Wide: 12MP (F1.8) + Tele: 12MP (F2.4) 2x optical
zoom + UW: 12MP (F2.2) with front camera cover display (HID): 10MP
(F2.2) + main display (HID): 10MP (F2.2)
•19.27 centimeters (7.6-inch) dynamic AMOLED 2X - Infinity-O display,
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•Android v10.0 operating system with 1.8GHz+2.4GHz+3.09GHz
Qualcomm | SM8250-2-AB octa core processor
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box
•1 year manufacturer warranty for device and 6 months manufacturer
warranty for in-box accessories including batteries from the date of purchase
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6. In The Box •User Manual, Warranty Card, Charger, Handset, Battery
Model Number •GT-E1200ZDYINS
Model Name •Guru 1200
Color •Gold
Browse Type •Feature Phones
SIM Type •Single Sim
Hybrid Sim Slot •No
Touchscreen •No
OTG Compatible •No
SAR Value •0.873 W/kg
SAMSUNG Guru
1200 (Gold)
₹1,100

7. Samsung Galaxy A72
About this item
•64MP+12MP+8MP+5MP Quad camera setup-64MP
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₹37,999

8. Highlights
•12 GB RAM | 1 TB ROM |
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•16.26 cm (6.4 inch) Quad HD+
Display
•16MP + 12MP | 10MP + 8MP
Dual Front Camera
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•Exynos 9 9820 Processor
₹1,17,990
SAMSUNG Galaxy S10 Plus

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SAMSUNG Galaxy M51
Highlights
•8 GB RAM | 128 GB ROM
•17.02 cm (6.7 inch) Display
•64MP Rear Camera
•7000 mAh Battery

10. The Smart Phones Market has been fast evolving in terms of
innovation. Samsung’s ‘Fast Follower’ innovative strategy as proved
to be successful so far. However, even with higher sales in smart
phones as compared to its competitor and market leader, apple,
Samsung is now competing mainly on sales rather than innovation.
In this study, we considered factors of innovation such as:
innovative Strategy, Resources for innovation, Innovation
Capabilities and Processes to analysis Samsung’s current situation.
The study then looks at Samsung’s opportunity to gain Smart
Phones Market innovative leadership based on the 5G emerging
technology. The same factors of innovation are analyzed based on
existing gaps to suggest ways in which Samsung can leverage its
domination in the mobile industry patents as well as the resources
for innovation to gain competitive advantage and set market
standards with 5G technologies.
Keywords: Innovation Management, Innovation Strategy, Samsung
Samsung's Innovation Strategy in Smart Phones Market

11. What Does Innovation Mean to Samsung?
Samsung has developed a New Concept Development (NCD) process that all
business units
can implement while renewing and innovating new products and services.
Innovation Process of the
Samsung team has emerged out of the need to have an incubator team to
study and work with every
business unit to provide more market insight.

12. High Involvement in Innovation
Building a visionary company requires 1 percent vision and 99 percent alignment.
In order to build a sustainable innovation culture, staffs have to practice
innovation in everything they do. Practicing to tackle small challenge will make
them ready for a bigger challenge. Samsung manager plays an important role in
supporting this culture of practicing innovation by encouraging the innovation
process and not pushing employees to short circuit the solution process.

13. Russian science was the introduction of TRIZ, an innovation method that Samsung
adopted from 2000 onwards but which only reached American companies from the mid-
2000s onwards (Intel is a user).
TRIZ is a methodology for systematic problem solving. Typical of its origins in Russia, it
asks users to seek the contradictions in current technological conditions and customer
needs and to imagine an ideal state that innovation should drive towards.
Samsung had early successes with TRIZ, saving over $100 million in its first few projects.
It was also adopting Six Sigma at the time.
What we know from this is how Samsung approaches innovation. It is not a competitive
race, as it seems to be in Apple, or based on giving engineers more bench time as it is at
Google.
Samsung Electronics has a sense of crisis that we have been a fast follower and we can not
survive anymore in this position. Instead of leading the industry by developing innovative
products, we have followed fast what the leading companies had developed. Top
management pointed out this and asked employee not to be a fast follower, but to be an
innovative leader.
What Makes Samsung Such An Innovative Company?

14. So the answer to why Samsung is so innovative - with at least two major product
announcements this month - is that it is heavily invested in its people, it goes in
search of special talent wherever it can find it, but specifically made astute moves
into Russia early on; it targets its innovations towards specific competitors and
patents that it wants to overhaul (as Apple did under Jobs); and it has an
innovation culture based on extensive training, repeatable methodology and
creative elite formation, backed by the highest levels of management.
You can argue that method and creativity don't go together but that's a specious
argument from the start.
You can also argue that Apple and Google have better innovation processes, more
free and more compelling for talented engineers. But what you can't argue is that
Samsung does not do innovation. It is proving every day that it is formidable and
heavily invested in taking leadership in many areas.
The message for Apple and Google - get used to it because Samsung is not only on
a roll, it has enough talented people to keep pushing.

15. Samsung is the main brand for mobile phones with its high-end
specifications. The users are average consumers and companies. The main
competitor is Apple; however Samsung gives the competitive attention
through mobile features. Many customers are loyal to Samsung mobile
phones and will continue to develop a relationship with the brand. Lastly,
the customer decision to buy a Samsung mobile phone is based on the
phones enticing features making it a powerful motivator.
Conclusion